Last updated on March 15th, 2016
Every business wants publicity, whether you’re a not-for-profit or a huge conglomerate. No wonder, most startups are often to be seen in a look out for top PR tools to generate some publicity. Ideally, publicity generates supporters and financial revenue, and leads to increased visibility. However, that doesn’t mean you need to tread the traditional path by sending out a traditional press release and hoping it gets noticed in an overwhelmed reporter’s inbox.
On the social media side, the same can be said about your blog post, tweet, or status update getting lost in your targeted audience’s newsfeed. Whether you’re looking to go viral on social media or get your business featured on a major media outlet, there are certain tactics that can be surprisingly effective.
Learn the 5 ways to generate the publicity for startups:
1. Reconsider What Marketing Means
Step one is to reconsider what marketing actually means, and understanding that in today’s marketplace, often publicity and marketing are one and the same. This is especially true when you’re working in a world that now contains social media, and visibility can be achieved with content that goes viral just as easily as an editorial in a major newspaper. If it comes from or references your business as a source, then people will remember. However, start by understanding what marketing really means. Inc.com contributor John Brandon defines today’s marketing as targeting your audience’s values and desires and providing a product that can solve a problem. In addition, you must also do well to devise a marketing plan that connects with a defined audience.
You also need a website to put on all of your content and your professional logo design. Being able to generate publicity for startups also requires you to have a slick aesthetic, so make sure you have a good face to put forward once you’ve gained the attention.
2. Write a Guest Blog Post
People want to listen to influencers, and you become one by putting your voice out far and wide. Everyone has an area of expertise, and you need to use yours to not only run your business, but also act as a beacon of experience. You can write your own blog posts, but a good way to extend your knowledge and increase your profile as an expert source is to submit a guest blog posts. Tweak Your Biz suggests submitting posts to well trafficked sites, since it establishes your reputation online as an authority within your industry. Many blogs will also allow you to link back to your own Twitter account or site on which your post is published.
3. Supporting the Right People
Promoting your business isn’t just about offering expert knowledge to the world at large, but also knowing the right people. News outlets rarely pick up stories that they randomly hear about or get cold press releases for. You need to establish connections and network if you’re aiming for main news media. Entrepreneur.com suggests you to find journalists and writers whose areas of interest align with your own, and then offering support in a way that isn’t blatantly self-promotional. That means pointing out good sources or offering solid information for stories. The old saying about scratching someone else’s back so they’ll scratch yours couldn’t be more true in the world of publicity.
4. Run a Contest
This tactic is completely different than trying to get media coverage, and instead operates on a more organic level to attract the attention of your customers. Running a contest of some kind is a great way to get publicity and increase the visibility of your business. For example, if your company deals with fashion, asking your customers to create an inspiration board on Pinterest or Polyvore using your new seasonal line of clothing and accessories will draw attention to your latest products. You can also send out this call to fashion bloggers and other social media contributors. Directly engaging your customers, especially if you’re in an industry that has to do with creativity, is a great way to increase the profile of your company’s name.
5. Become Known for One Thing
Do one thing, and do it well. It doesn’t have to be a phenomenal or revolutionary thing, but if it’s interesting, it’ll draw attention. In other words, some people get famous for posting cat pictures. Companies gain traction because they put out consistent content that went viral and they became known for. Want to tweet an inspirational quote every day around a certain theme? Go for it. Take what you’re good at and craft it into a publicity stunt. The thing that increases awareness of your business is by making yourself stand out from the crowd.
In order to find success in the information age, you need to break out of the mold. The days when there was only certain outlets for information to be dispersed and even fewer ones that consumers could access it from are gone. You need to find a way to stand out, and ingenuity is the name of the game. You need to offer your audience something that they want and will come back to.
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